Normology: Integrating insights about social norms to understand cultural dynamics

Sizzling steaks and manly molds: Exploring the meanings of meat and masculinities in young men's lives

Eating (red) meat and masculinity are historically and culturally associated, leading to the stereotype "real men eat meat" in western societies. Existing literature primarily examines men's motivations, justifications, and attitudes toward meat consumption; however, there is limited understanding of the themes that emerging adult men associate with their meat consumption and how these themes relate to their masculine identity. This study employed semi-structured interviews with thirty men aged 18 to 29, living in Flanders, Belgium. Through inductive analysis, we identified five meat themes (i.e. the topics men talk about when discussing their meat-eating behavior): "traditional cuisine", "doing meat", "fitness", "taste", and "meat ethics". Subsequently, these themes were deductively connected to the frameworks of Wong and Wang's (2022) model of masculinities and Piazza et al.'s (2015) 4N scale of meat justification to gain insight into the link between masculine identities and meat consumption. Finally, we formulated five "masculine meat identities": "normative", "performative", "embodied", "hedonistic" and "ethical" meat masculinities. Each identity reflects how men utilize meat, particularly red meat, for communicating and reinforcing their masculine identity, while also serving as a medium for expressing personal and social identities. This research contributes to a deeper understanding of how food, especially meat, operates as a means of communicating gender, bridging the disciplines of food and masculinities studies. Moreover, insights obtained from these masculine meat identities provide implications for public health, marketing, and policy. By tailoring strategies that resonate with diverse masculine identities, stakeholders can better align their initiatives with global health and sustainable objectives.

'I want to be the sort of owner that he wants me to be': Rationales for biosecurity implementation among British horse owners

BACKGROUND

Horse owners play a critical role in mitigating the risk of pathogen spread between horses. However, little is known about how they view biosecurity and whether they experience barriers to the uptake of preventive measures.

OBJECTIVES

To explore horse owners' attitudes, perceptions, and experiences of biosecurity and identify how these factors shape horse owners' decisions for biosecurity implementation.

STUDY DESIGN

Qualitative study using semi-structured interviews.

METHODS

Interviews were conducted with 23 horse owners across Great Britain. Participants were purposively selected to include those in different geographic regions, with different management arrangements, and varied length of horse ownership experience. Interviews were audio-recorded, transcribed verbatim, and analysed using a critical realist thematic analysis.

RESULTS

Participants felt a moral obligation to prioritise their horse's happiness, which became a challenge when certain biosecurity measures (e.g., quarantine) were perceived as compromising their horse's happiness or comfort (Theme 1). A lack of biosecurity was the social norm among shared yards and competition venues (Theme 2), which made it difficult for participants to implement biosecurity measures effectively on their own. Combined with the sense of moral obligation participants felt towards their horse, this meant that participants had to 'care double' (i.e., be more vigilant than they would otherwise) to compensate for collective inaction (Theme 3).

MAIN LIMITATIONS

Participants may have been more interested in and/or knowledgeable about biosecurity than the general horse owning population.

CONCLUSIONS

The findings highlight several challenges that could be addressed to improve biosecurity implementation among horse owners. Efforts to encourage improved uptake of biosecurity measures should focus on communicating how reducing the risk of disease aligns with horse care. Further research on social norms in the horse industry is needed, in addition to identifying strategies to encourage a collective adoption of biosecurity measures.

Why social norms may fail us when we need them most

Where social norms are the 'glue' guiding behavior, people hardly think of their behavior as an act of norm compliance. They do consciously look for social norms in situations of environmental or social uncertainty, because i) norms provide behavioral cues that reduce uncertainty and ii) the uncertainty is partially induced by the lack or instability of social norms themselves-creating the (flawed) perception that social norms often fail us when we need them most. We discuss several state-of-the-art conceptualizations of social norms-abstract and specific norms, the social norms life cycle, and social norms in changing contexts-to highlight where and how uncertainty comes into play within each of these approaches, and consequently where the success of social norms might be hindered.

Examining Women's support for birth encouragement policies in China: an extension of the influence of presumed media influence model

This study employs the influence of the presumed media influence (IPMI) model to explore how media messages and interpersonal communication indirectly affect Chinese women's support for birth encouragement policies. Surveying 616 Chinese women of reproductive age, this study finds that exposure to media messages regarding childbirth benefits and interpersonal communication are positively correlated with the presumed influence of such media messages on others. Presumed media influence on others is further positively associated with perceived personal norms and social norms regarding support for birth encouragement policies. Perceived social and personal norms, in turn, are positively associated with Chinese women's support for birth encouragement policies. The theoretical and practical implications of this study are examined.

Co-evolution of behaviour and beliefs in social dilemmas: estimating material, social, cognitive and cultural determinants

Understanding and predicting human cooperative behaviour and belief dynamics remains a major challenge both from the scientific and practical perspectives. Because of the complexity and multiplicity of material, social and cognitive factors involved, both empirical and theoretical work tends to focus only on some snippets of the puzzle. Recently, a mathematical theory has been proposed that integrates material, social and cognitive aspects of behaviour and beliefs dynamics to explain how people make decisions in social dilemmas within heterogeneous groups. Here we apply this theory in two countries, China and Spain, through four long-term behavioural experiments utilising the Common Pool Resources game and the Collective Risk game. Our results show that material considerations carry the smallest weight in decision-making, while personal norms tend to be the most important factor. Empirical and normative expectations have intermediate weight in decision-making. Cognitive dissonance, social projection, logic constraints and cultural background play important roles in both decision-making and beliefs dynamics. At the individual level, we observe differences in the weights that people assign to factors involved in the decision-making and belief updating process. We identify different types of prosociality and rule-following associated with cultural differences, various channels for the effects of messaging, and culturally dependent interactions between sensitivity to messaging and conformity. Our results can put policy and information design on firmer ground, highlighting the need for interventions tailored to the situation at hand and to individual characteristics. Overall, this work demonstrates the theoretical and practical power of the theory in providing a more comprehensive understanding of human behaviour and beliefs.

The Role of Collective Group Orientation and Social Norms on Physical Distancing Behaviors for Disease Prevention

To reduce the impact of communicable diseases like COVID-19, collective action is required and likely to be susceptible to normative influence as well as whether people are more or less collectively oriented. We extend the theory of normative social behavior (TNSB) to account for group orientation and predict the relationships between social norms and physical distancing behaviors. Using a rolling cross-sectional design during 17 weeks of the pandemic, a national sample of US residents from 20 states (N = 8,778) participated in the study. The findings show that perceived descriptive norms, injunctive norms, and group orientation are significantly associated with physical distancing. The descriptive norm-behavior relationship and injunctive norm-behavior relationship are moderated by group orientation and the other predicted moderators in the TNSB. The findings extend the TNSB and highlight the need to understand social norms and group orientation in formative research for health communication campaigns designed to promote prevention behaviors.

Policy as normative influence? On the relationship between parental leave policy and social norms in gender division of childcare across 48 countries

In the present work, we addressed the relationship between parental leave policies and social norms. Using a pre-registered, cross-national approach, we examined the relationship between parental leave policies and the perception of social norms for the gender division of childcare. In this study, 19,259 students (11,924 women) from 48 countries indicated the degree to which they believe childcare is (descriptive norm) and should be (prescriptive norm) equally divided among mothers and fathers. Policies were primarily operationalized as the existence of parental leave options in the respective country. The descriptive and prescriptive norms of equal division of childcare were stronger when parental leave was available in a country - also when controlling for potential confounding variables. Moreover, analyses of time since policy change suggested that policy change may initially affect prescriptive norms and then descriptive norms at a later point. However, due to the cross-sectional nature of the data, drawing causal inferences is difficult.

Explanations of and interventions against affective polarization cannot afford to ignore the power of ingroup norm perception

Affective polarization, or animosity toward opposing political groups, is a fundamentally intergroup phenomenon. Yet, prevailing explanations of it and interventions against it have overlooked the power of ingroup norm perception. To illustrate this power, we begin with evidence from 3 studies which reveal that partisans' perception of their ingroup's norm of negative attitudes toward the outgroup is exaggerated and uniquely predicts their own polarization-related attitudes. Specifically, our original data show that in predicting affective polarization (i.e. how one feels about one's partisan outgroup), the variance explained by ingroup norm perception is 8.4 times the variance explained by outgroup meta-perception. Our reanalysis of existing data shows that in predicting support for partisan violence (i.e. how strongly one endorses and is willing to engage in partisan violence), ingroup norm perception explains 52% of the variance, whereas outgroup meta-perception explains 0%. Our pilot experiment shows that correcting ingroup norm perception can reduce affective polarization. We elucidate the theoretical underpinnings of the unique psychological power of ingroup norm perception and related ingroup processes. Building on these empirical and theoretical analyses, we propose approaches to designing and evaluating interventions that leverage ingroup norm perception to curb affective polarization. We specify critical boundary conditions that deserve prioritized attention in future intervention research. In sum, scientists and practitioners cannot afford to ignore the power of ingroup norm perception in explaining and curbing affective polarization.

Cultural Defaults in the Time of COVID: Lessons for the Future

Five years after the beginning of the COVID pandemic, one thing is clear: The East Asian countries of Japan, Taiwan, and South Korea outperformed the United States in responding to and controlling the outbreak of the deadly virus. Although multiple factors likely contributed to this disparity, we propose that the culturally linked psychological defaults ("cultural defaults") that pervade these contexts also played a role. Cultural defaults are commonsense, rational, taken-for-granted ways of thinking, feeling, and acting. In the United States, these cultural defaults include optimism and uniqueness, single cause, high arousal, influence and control, personal choice and self-regulation, and promotion. In Japan, Taiwan, and South Korea, these defaults include realism and similarity, multiple causes, low arousal, waiting and adjusting, social choice and social regulation, and prevention. In this article, we (a) synthesize decades of empirical research supporting these unmarked defaults; (b) illustrate how they were evident in the announcements and speeches of high-level government and organizational decision makers as they addressed the existential questions posed by the pandemic, including "Will it happen to me/us?" "What is happening?" "What should I/we do?" and "How should I/we live now?"; and (c) show the similarities between these cultural defaults and different national responses to the pandemic. The goal is to integrate some of the voluminous literature in psychology on cultural variation between the United States and East Asia particularly relevant to the pandemic and to emphasize the crucial and practical significance of meaning-making in behavior during this crisis. We provide guidelines for how decision makers might take cultural defaults into account as they design policies to address current and future novel and complex threats, including pandemics, emerging technologies, and climate change.

Regional variation in social norm nudges

Public support is crucial for the effectiveness of ambitious climate policies, and social norm interventions have been proven effective in fostering support. An open question is which norms should be communicated if support and estimated support for climate policies differ substantially between regions. In two studies, we investigate whether individuals accurately assess the existing support and then explore the impact of national and regional norms on public support. Our results show that the norm on climate policy support is generally misperceived, i.e., the norm is higher than expected. This misperception increases with policy ambition and varies substantially between sub-national regions. Information about the national norm increases support, mainly in regions with below or above-average support. In contrast, interventions with regional norms are ineffective and even backfire in low-support regions. This demonstrates that norm nudges need to consider the regional aspects of the reference and target groups.

Reinforcement learning of altruistic punishment differs between cultures and across the lifespan

Altruistic punishment is key to establishing cooperation and maintaining social order, yet its developmental trends across cultures remain unclear. Using computational reinforcement learning models, we provided the first evidence of how social feedback dynamically influences group-biased altruistic punishment across cultures and the lifespan. Study 1 (n = 371) found that Chinese participants exhibited higher learning rates than Americans when socially incentivized to punish unfair allocations. Additionally, Chinese adults showed slower learning and less exploration when punishing ingroups than outgroups, a pattern absent in American counterparts, potentially reflecting a tendency towards ingroup favoritism that may contribute to reinforcing collectivist values. Study 2 (n = 430, aged 12-52) further showed that such ingroup favoritism develops with age. Chinese participants' learning rates for ingroup punishment decreased from adolescence into adulthood, while outgroup rates stayed constant, implying a process of cultural learning. Our findings highlight cultural and age-related variations in altruistic punishment learning, with implications for social reinforcement learning and culturally sensitive educational practices promoting fairness and altruism.

Social-cognitive Skills Training on Interpersonal Understanding of Social Norms During Adolescence

Background

Social-cognitive skills training (SCST) in a therapeutic setup can result in more positive outcomes when incorporated with psychotherapy, especially among adolescents with minor social-cognitive impairments in their social interactions. It may result in multifarious benefits to mitigate their social-cognitive dysfunction. This study aimed to identify the effects of SCST on interpersonal understanding of social norms in adolescents with low social cognition.

Methods

In this quasi-experimental research, 80 adolescents (10-19 years) with low social cognition, no previous experience of skills training, and absence of any psychological disorders, especially those that affect their social-cognitive functioning, with assent from the participants and written informed consent from the parents/guardian and a score below 58 on the Need For Social-Cognition Scale, were included. They were randomly allocated into SCST or waitlist control group. SCST consists of 20 sessions with indoor activities, games, and discussions, and it has been arranged for 1 hour per 3 days a week for 3 months. Edinburgh social cognition test (ESCoT) was used to assess the degree of interpersonal understanding of social norms among adolescents as part of pre and posttests.

Results

The Wilcoxon Sign Ranked Test showed that the interpersonal understanding of social norms after SCST is significantly higher than the interpersonal understanding of social norms SCST with a large effect size. The mean (standard deviation) scores in the ESCoT test improved significantly (P < 0 .001) following [W = 0.001, P < .001, r = -1.000].

Conclusion

SCST effectively improves the interpersonal understanding of social norms, an essential developmental milestone during adolescence. It highlights the importance of focusing on mental health as a developmental asset that can influence social-cognitive development in the future.

Covid-19 pandemic, social normative compliance, and sustainable consumption: Evidence from experiments

This research aims to investigate the causal effects of consumers' Covid-19 pandemic experiences on their preferences for sustainable consumption. Drawing on social identity theory, we argue that pandemic experiences heighten consumers' awareness of the importance of adhering to collective social norms, subsequently motivating them to adopt sustainable consumption practices that promote collective interests. Through three preregistered experiments, we demonstrate that: (i) Covid-19 pandemic experiences increase consumers' preferences for sustainable consumption; (ii) this effect is more pronounced for individuals with severer pandemic experiences and females; (iii) pandemic experiences influence sustainable consumption preferences by enhancing consumers' social normative compliance. This study contributes to the understanding of Covid-19's consequences from a micro-level perspective of consumer behavior and offers insights into the factors driving consumers' sustainable consumption preferences.

Thinking you're different matters more for belonging than being different

Belonging to a community is essential for wellbeing, but potentially unattainable for those dissimilar from a group. In the present work, we ask whether belongingness is better predicted by acting and thinking like peers or believing you act and think like peers. Students (N = 1181) reported their belonging and how much they, their friends, and an "average student" endorsed local behavioral norms and general values. We calculated difference scores for behaviors and values capturing perceived similarity to the average, actual similarity to the average, and accuracy around the norm. Key results indicate that perceived behavioral similarity to the average, when controlling for other differences, predicts belonging and most robustly mediates between identity and belonging. Using social network analysis, we find behavioral differences from friends are meaningfully linked to network density and racial homophily. Efficient interventions for enhanced belonging could highlight similarities between students and their peers.

The motivating effect of monetary over psychological incentives is stronger in WEIRD cultures

Motivating effortful behaviour is a problem employers, governments and nonprofits face globally. However, most studies on motivation are done in Western, educated, industrialized, rich and democratic (WEIRD) cultures. We compared how hard people in six countries worked in response to monetary incentives versus psychological motivators, such as competing with or helping others. The advantage money had over psychological interventions was larger in the United States and the United Kingdom than in China, India, Mexico and South Africa (N = 8,133). In our last study, we randomly assigned cultural frames through language in bilingual Facebook users in India (N = 2,065). Money increased effort over a psychological treatment by 27% in Hindi and 52% in English. These findings contradict the standard economic intuition that people from poorer countries should be more driven by money. Instead, they suggest that the market mentality of exchanging time and effort for material benefits is most prominent in WEIRD cultures.

Factor structure of the alcohol expectancies questionnaire among adolescents in rural Ghana

INTRODUCTION

Children's early experiences with alcohol inform the development of alcohol-related beliefs which are known to predict alcohol consumption during the critical stage of adolescence. Yet, there has been considerably less research into these alcohol-related cognitions in low- and middle-income countries (LMIC) and existing measures of these beliefs are highly reflective of Western contexts, which may not be fully appropriate for use in LMICs. The aim is to ascertain the construct validity of the Alcohol Expectancies Questionnaire (AEQ) in a non-Western sample.

METHODS

A cross-sectional diagnostic accuracy study involving 500 adolescents aged 10 to 18 years randomly selected from the database of the Navrongo Health and Demographic Surveillance System. Participants were administered the locally back translated version of the 34-item AEQ. Confirmatory factor analysis using the lavaan package in R was conducted to generate indices for the factor structure of the AEQ.

RESULTS

Confirmatory factor analyses showed that while groupings of positive and negative expectancies were similar to those observed when expectancies have been assessed previously in Western studies, these formed a single 'alcohol expectancy' factor. Questions relating to positive tension reduction and negative physical expectancies showed inconsistent responses in this study.

DISCUSSION AND CONCLUSIONS

Commonly used tools for the assessment of alcohol expectancies may not be suitable for use in Ghana, possibly owing to their development and validation in Western contexts. These findings have implications for the assessment of alcohol-related beliefs in LMIC settings and begin to map out a research agenda to develop more contextually and culturally attune alcohol assessments.

Norm Dynamics: Interdisciplinary Perspectives on Social Norm Emergence, Persistence, and Change

Social norms are the glue that holds society together, yet our knowledge of them remains heavily intellectually siloed. This article provides an interdisciplinary review of the emerging field of norm dynamics by integrating research across the social sciences through a cultural-evolutionary lens. After reviewing key distinctions in theory and method, we discuss research on norm psychology-the neural and cognitive underpinnings of social norm learning and acquisition. We then overview how norms emerge and spread through intergenerational transmission, social networks, and group-level ecological and historical factors. Next, we discuss multilevel factors that lead norms to persist, change, or erode over time. We also consider cultural mismatches that can arise when a changing environment leads once-beneficial norms to become maladaptive. Finally, we discuss potential future research directions and the implications of norm dynamics for theory and policy.

Cultural variations in perceptions and reactions to social norm transgressions: a comparative study

Introduction

Humans are similar but behave differently, and one main reason is the culture in which they are born and raised. The purpose of this research is to examine how the perception and reaction to those who transgress social norms may vary based on the individualism/collectivism of their culture.

Methods

A study (N = 398) conducted in the United Kingdom, Spain, and China showed differences in the perception and reaction to incivilities based on individualism/collectivism.

Results

People from highly collective countries (China) perceive uncivil transgressors as immoral and enact more social control over them than people from highly individualistic countries (U.K.). They also experience more discomfort when facing uncivil transgressors, and this discomfort mediates the increasing immorality perceived on the agents of incivilities in contrast with people from less collective countries.

Discussion

Our findings provide insights into how cultural factors shape individuals' perceptions of social norm violations and emphasize the importance of considering cultural differences when addressing incivility.

Fostering public climate change discussions from a social interaction perspective

Public discussions on climate change, as a form of social interaction, are widely recognized as effective tools for promoting collective action. However, there is limited research on examining the factors that influence climate change discussions from a social interaction perspective. In the present study, we conducted a large sample (N = 1,169) survey to investigate personal (such as self-efficacy and personal response efficacy) and others' (such as perceived others' response efficacy and social norms) factors influencing climate change discussions from a social interaction perspective. The results showed that (i) for people with high climate change perceptions, personal response efficacy, self-efficacy, and social norms have positive effects on climate change discussions, but the effect of perceived others' response efficacy on climate change discussion is not significant; (ii) for people with low climate change perceptions, self-efficacy and social norms have positive effects on climate change discussions, but the effects of personal response efficacy and perceived others' response efficacy on climate change discussion are not significant; (iii) irrespective of individuals' high or low perceptions of climate change, social norm remains the most important predictor of climate change discussions. These findings make valuable contributions to the theoretical literature and intervention efforts regarding climate change discussions from a social interaction perspective.

Sociocultural and structural influences on HIV Pre-Exposure Prophylaxis (PrEP) Engagement and Uptake among African American Young adults

BACKGROUND

Pre-exposure prophylaxis (PrEP) demonstrates effectiveness in decreasing new cases of HIV. However, few African Americans use PrEP, despite being disproportionately impacted by HIV. Understanding the influence of sociocultural and structural factors on PrEP use among multiple priority groups of African Americans, including but not limited to men who have sex with men, may improve PrEP engagement and uptake. The social ecological model (SEM) as a framework guided the understanding of how these factors operate on multiple levels to influence PrEP use among this population.

METHODS

This study derived data from the Afya PrEP study consisting of eleven focus groups (N = 63) with 18-29-year-old African American sexual and gender minority and heterosexual individuals at heightened behavioral vulnerability to HIV. We employed constructivist grounded theory processes to inductively analyze the data. A pooled kappa score of 0.90 indicated excellent inter-rater agreement.

RESULTS

Factors impacting PrEP engagement among African American young adults included: (1) Community/social network influences; (2) medical mistrust; (3) stigma; (4) PrEP availability and accessibility, which had two sub-categories: (a) cost and (b) where to obtain PrEP; and (5) PrEP engagement strategies, which had two sub-categories: (a) current AIDS service organizations' PrEP engagement practices and (b) recommended future PrEP engagement strategies. Categories one through three represent sociocultural factors, and categories four and five represent structural factors that influence perceptions and attitudes of African American young adults regarding PrEP.

CONCLUSION

Our study highlights sociocultural and structural factors that act as barriers and facilitators to PrEP engagement. The SEM guided the understanding of how these factors operated on multiple levels. One of the sociocultural factors, community/social network influences operated at the interpersonal level of the SEM; the other two, stigma and medical mistrust, operated at the community level. The structural factors (PrEP availability, accessibility, and engagement strategies) operated at the institutional/organizational level. Thus, multi-level interventions are warranted to improve PrEP engagement among various African American young adult priority groups.

If graffiti changed anything, it would be illegal. The influence of political graffiti on the perception of neighborhoods and intergroup attitudes

In a series of three studies (total N = 956), we examined how political graffiti, which serves as a representation of prevailing social norms, influences the evaluation of social cohesion and neighborhood inhabitants depending on the individuals political orientation. In line with our hypothesis, results of Study 1 (N = 199) indicated that individuals tended to express more positive evaluations of the social cohesion within a neighborhood when the political graffiti aligns with their own political orientation. Conversely, when confronted with counter-attitudinal political graffiti, participants reported lower evaluations of social cohesion. In Study 2, a sensitive scale to assess social cohesion was developed. Study 3 (N = 550) investigated the dose-response relationship of right-wing political graffiti and replicated the results from Study 1. Consistent with our hypotheses, even a minimal presence of right-wing graffiti exerted a significant impact on participants' evaluations of the neighborhood and interacted with the participants political orientation. Taken together, our studies shed light on the crucial role of the individuals' own political orientation for the evaluation of neighborhoods and their inhabitants. Furthermore, we offer insights into how these perceptions may influence intergroup attitudes toward foreigners living in Germany. The implications of our findings are highly relevant to ongoing discussions surrounding social norms within neighborhoods. By highlighting the significance of political graffiti as a representation of social norms, our research contributes to a deeper understanding of the dynamics at play in evaluating neighborhoods and their social fabric.

When Social and Personal Norms Collide: Narratives of South African Women Navigating Transactional Sexual Relationships with Blessers

Due to the negative implications of transactional sexual relationships (TSRs) for women's sexual and reproductive health, studies of social norms in sub-Saharan and South Africa have sought to inform HIV-related risk and interventions in this key population. To date, however, little research has investigated the normative conflicts facing women in African settings when initiating, continuing or abstaining from participation in TSRs. In 2017-2018, we investigated conflicts black South African women in KwaZulu-Natal expressed between adhering to social versus personal norms in TSRs with "blessers"-wealthy men who gift women financially or materially-typically in exchange for sex. Participants expressed conflicts between social norms of blesser engagement to satisfy aspirations for money/material items vs. personal norms of retaining virginity and fidelity to partners. Women largely ignored adverse sexual health risks of HIV and unintended pregnancy. Participants highlighted internal conflicts, prompting reflection on their desires, choices and normative behaviors, also informing women's self-concept, self-efficacy and desires for relationship satisfaction. Greater reflection from women about personal norms and values-and attention to their self-efficacy in relationships-may assist in understanding and advancing women's holistic health and wellbeing in research and interventions among this population and potentially women in other settings.

How we learn social norms: a three-stage model for social norm learning

As social animals, humans are unique to make the world function well by developing, maintaining, and enforcing social norms. As a prerequisite among these norm-related processes, learning social norms can act as a basis that helps us quickly coordinate with others, which is beneficial to social inclusion when people enter into a new environment or experience certain sociocultural changes. Given the positive effects of learning social norms on social order and sociocultural adaptability in daily life, there is an urgent need to understand the underlying mechanisms of social norm learning. In this article, we review a set of works regarding social norms and highlight the specificity of social norm learning. We then propose an integrated model of social norm learning containing three stages, i.e., pre-learning, reinforcement learning, and internalization, map a potential brain network in processing social norm learning, and further discuss the potential influencing factors that modulate social norm learning. Finally, we outline a couple of future directions along this line, including theoretical (i.e., societal and individual differences in social norm learning), methodological (i.e., longitudinal research, experimental methods, neuroimaging studies), and practical issues.

What makes a good mother? Two decades of research reflecting social norms of motherhood

Over the past two decades, scholars have investigated a multitude of different aspects of motherhood. This article provides a scoping review of research published from 2001 to 2021, covering 115 Social Science Citation Index-referenced papers from WEIRD countries, with the aim of reconstructing social norms around motherhood and mothers' responses to them. The analysis is theoretically based on normological and praxeological concepts. The findings reveal five contemporary norms of motherhood that reflect both stability and increasing differentiation, and are related to five types of mothers: the norms of being attentive to the child (present mother), of securing the child's successful development (future-oriented mother), of integrating employment into mothering (working mother), of being in control (public mother), and of being contented (happy mother). Relying on an intersectional lens, we analyze mothers' heterogeneous responses to these norms of motherhood, and examine how neoliberal demands build on and perpetuate inequalities.

Improving the predictor-criterion consistency of mindset measures: Application of the correspondence principle

Increasing the level of correspondence between measures of growth mindset and their related outcomes could afford more precise prediction of the relationships between growth mindset and social-emotional outcomes. To illustrate the value of measurement correspondence, two studies were conducted in Hong Kong. Study 1 showed that an agent-correspondent growth mindset measure (parents’ perception of the malleability of their children's personal qualities), compared to an agent-non-correspondent one (parents’ belief in the malleability of personal qualities of a generalized other), had stronger predictive relationship with children's likelihood of displaying difficult behaviors. Study 2 found that children's self-theories about the malleability of their intelligence (an intrapersonal construct) had stronger predictive relationship with academic engagement (an intrapersonal outcome) than did their perception of growth mindset norm (a normative construct). However, perceived growth mindset norm regarding personal qualities had stronger predictive relationship with peer relationship quality (an interpersonal outcome). Together these results demonstrated that when corresponding measures of growth mindset were used to predict an outcome, more reliable growth mindset effects would emerge.

Do Social Norms Influence Young People's Willingness to Take the COVID-19 Vaccine?

Although young adults are not at great risk of becoming severely ill with COVID-19, their willingness to get vaccinated affects the whole community. Vaccine hesitancy has increased during recent years, and more research is needed on its situational determinants. This paper reports a preregistered experiment (N = 654) that examined whether communicating descriptive social norms - information about what most people do - is an effective way of influencing young people's intentions and reducing their hesitancy to take the COVID-19 vaccine. We found weak support for our main hypothesis that conveying strong (compared to weak) norms leads to reduced hesitancy and stronger intentions. Furthermore, norms did not produce significantly different effects compared to standard vaccine information from the authorities. Moreover, no support was found for the hypothesis that young people are more strongly influenced by norms when the norm reference group consists of other young individuals rather than people in general. These findings suggest that the practical usefulness of signaling descriptive norms is rather limited, and may not be more effective than standard appeals in the quest of encouraging young adults to trust and accept a new vaccine.

Linking Leader's Positive Humor and Employee Bootlegging: Empirical Evidence from China

Purpose

With the increasingly fierce market competitions, non-linear development of organizations through bootlegging has become a key path for enterprises to advance competitiveness. Motivating employees to carry out bootlegging in an organization is becoming an important issue many enterprises face now. This paper aims to analyze the relationship between leader's positive humor and employee bootlegging. We introduced norm violation acceptability as the mediating variable and trust in leader as the moderating variable to propose a theoretical model and verified it by structural equation modeling (SEM) and multiple regression analysis separately.

Patients and Methods

Based on both the emotion as social information theory and the social information processing theory, a sample of 278 professional employees working in an information technology (IT) enterprise of China was used to test the moderated mediation model. We used SPSS and AMOS to further verify the research model through structural equation modeling (SEM) and multiple regression analysis.

Results

The results indicate that there is a positive relationship between leader's positive humor and employee bootlegging, which is partially mediated by norm violation acceptability. Moreover, trust in leader not only moderated the relationship between leader's positive humor and norm violation acceptability but also strengthened the influence of leader's positive humor on employee bootlegging through norm violation acceptability.

Conclusion

These findings have implications in identifying factors which contribute to employee bootlegging and providing a theoretical foundation for leaders in an organization.

How beliefs and unpleasant emotions direct cyberbullying intentions

This study aims to investigate the role of emotions and beliefs of perceived severity about cyberbullying behavior in the relationship between bystanders' personal moral beliefs and their behavioral intentions in cyberbullying. A group of 402 fifth to twelfth graders (M age = 13.12; SD = 2.19; 55.7% were girls) participated and we ran exploratory factorial analyses of the instruments. A group of 676 fifth to twelfth grade students (M age = 14.10; SD = 2.74; 55.5% were boys) participated and we performed confirmatory factor analyses. A group of middle school students (N = 397; Mage = 13.88 years; SD = 1.45; 55.5% girls) participated and we ran the final analyses aimed to test the research hypotheses. Results from self-report measures showed that unpleasant emotions mediated personal moral beliefs and adolescent bystanders' intentions to help cybervictims. Normative beliefs of severity mediated the relation between personal moral beliefs and intentions to cyberbully others.

Cultural differences in vocal expression analysis: Effects of task, language, and stimulus-related factors

Cultural context shapes the way that emotions are expressed and socially interpreted. Building on previous research looking at cultural differences in judgements of facial expressions, we examined how listeners recognize speech-embedded emotional expressions and make inferences about a speaker's feelings in relation to their vocal display. Canadian and Chinese participants categorized vocal expressions of emotions (anger, fear, happiness, sadness) expressed at different intensity levels in three languages (English, Mandarin, Hindi). In two additional tasks, participants rated the intensity of each emotional expression and the intensity of the speaker's feelings from the same stimuli. Each group was more accurate at recognizing emotions produced in their native language (in-group advantage). However, Canadian and Chinese participants both judged the speaker's feelings to be equivalent or more intense than their actual display (especially for highly aroused, negative emotions), suggesting that similar inference rules were applied to vocal expressions by the two cultures in this task. Our results provide new insights on how people categorize and interpret speech-embedded vocal expressions versus facial expressions and what cultural factors are at play.

Sexual attitudes and associated factors of risky sexual behaviors among university students

INTRODUCTION

Risky sexual behaviors. Adequate awareness of reproductive health in young people is important because they are in the early years of fertility, and engaging in risky sexual behaviors is more probable. This study aimed to evaluate the sexual attitude and associated factors of risky sexual behaviors among girls and boys and the difference in sexual norms by gender among university students.

METHODS

A university-based study with a cross-sectional survey was conducted for 9 months in 2019. A total of 800 university students were studied by a random sampling technique using a self-administered structured questionnaire derived from the World Health Organization illustrative questionnaire to assess sexual attitudes among adolescents and young adults.

RESULTS

Most of the respondents were female and single. Girls were more religious, more frequently visited the cinemas and were more likely to discuss sex matters with family members than boys. There was no significant difference in the total score of sexual attitudes in girls and boys, and both genders had negative attitudes toward risky sexual behavior (42/72). Those who go to parties, bars, or movies are more likely to have risky sexual behavior. Being a religious person is an essential predictor of having less risky behavior (RR = 2.02, 95% CI = [0.96, 3.41]).

CONCLUSION

Being religious was a protective factor for engaging in risky sexual behavior. More interventions in schools and universities need to educate students to enhance awareness about the consequences of risky sexual behavior and reduce its rate.

Social norms (not threat) mediate willingness to sacrifice in individuals fused with the nation: Insights from the COVID-19 pandemic

Identity fusion with the community has been previously found to mediate altruism in post-disaster settings. However, whether this altruistic response is specifically triggered by ingroup threat, or whether it can also be triggered by global threats remains unclear. We evaluated willingness to sacrifice in the context of the COVID-19 pandemic across three survey waves. Against expectations, participants fused with the nation (vs. non-fused) did not differentially respond to a national versus global threat condition. Conversely, social norms decisively influenced willingness to sacrifice in this sample, with fused individuals with stronger norms about social distancing reporting the highest altruistic response during the first weeks of the pandemic. Longitudinally, after an initial peak in the altruistic response, deteriorating social norms mediated decreases in willingness to sacrifice in individuals fused with the nation (vs. non-fused). Implications of these results for the development of interventions aimed to address global challenges are discussed.

Social norms and climate-friendly behavior of adolescents

Adolescents are the decision-makers of the future, and as educational research shows, behaviors, habits, and attitudes established at young age strongly shape behavior in adulthood. Therefore, it is important to understand what factors shape young people’s climate-relevant behavior. In this study, we examine how information about peer behavior affects adolescents’ perception of prevailing social norms and own decision-making. Experimentally, we manipulated whether adolescents received information about other young people’s (lack of) support for climate protection, operationalized as a donation to a CO₂ offsetting scheme. We find that empirical expectations shifted for all age groups when the information revealed that peers donated nothing or only small amounts. Donation behavior and the normative assessment, however, changed only in the younger age groups. Our study illustrates the caution that must be exercised when others’ behavior becomes visible or is deliberatively made salient in order to induce behavioral change, especially among young individuals.

The effect of covert narcissism on workplace incivility: The mediating role of self-esteem and norms for respect

There has been an abundance of research on narcissism in the workplace. However, most research has focused on the overt (grandiosity) form of narcissism, as well as the effect of narcissism on uncivil behaviors of employees; research focusing directly on the effect of covert (vulnerability) narcissism on the employees’ experience of workplace incivility is lacking. The present research examined whether the personality trait (covert narcissism) of employees affects their experience of incivility considering two potential explanatory variables: self-esteem and perceived norms for respect. A total of 150 participants completed an online questionnaire, which consisted of four well-known measures: the Hypersensitive Narcissism Scale, the Rosenberg Self-esteem scale, the Perceived Norms for Respect, and the Workplace Incivility Scale. The results showed that employees with higher levels of covert narcissism are likely to have greater experiences of workplace incivility through the mediating role of perceived norms for respect. Although the relationship was not explained through the mediating role of self-esteem, it was instead observed that self-esteem and perceived norms for respect jointly affect employees’ experience of incivility at work. These findings broaden our understanding of workplace incivility by simultaneously considering the influences of personality traits, self-esteem, and workplace norms.

Perceived financial constraints and normative influence: discretionary purchase decisions across cultures

Five studies examine how perceived financial constraints and abundance determine when consumers will engage in solitary or social purchases. When financially constrained, consumers prefer solitary (vs. social) purchases. We also identify self-construal as a moderator of how consumers spend their discretionary income. While independent consumers prefer solitary (vs. social) purchases, interdependent consumers prefer social (vs. solitary) purchases. Interestingly, when consumers have adequate discretionary income, independent as well as interdependent consumers have similar preferences for solitary and social purchases. In addition, for interdependent consumers, communal norms mediate the preference for social purchases. Finally, for independent consumers, making the communal norm salient reverses their preference for solitary purchases, resulting in a preference for social purchases. Our findings suggest how managers can effectively promote different types of purchases under varying financial resource conditions in their global communication strategy.

SUPPLEMENTARY INFORMATION

The online version contains supplementary material available at 10.1007/s11747-021-00814-x.

Social norms, attitudes and access to modern contraception for adolescent girls in six districts in Uganda

Background

Social norms continue to be entrenched in Uganda. Understanding social norms helps to uncover the underlying drivers that influence attitudes and behavior towards contraceptive access and use. This study therefore seeks to investigate the factors that influence the social norm – access to contraception by adolescent girls – in six districts in Uganda.

Data and methods:

Using data from a community cross-sectional survey in six districts (Amudat, Kaberamaido, Kasese, Moroto, Tororo and Pader) in Uganda, a binary logistic regression model was fitted to examine the variation in individual beliefs and socio-economic and demographic factors on ‘allowing adolescent girls to access contraception in a community’ – we refer to as a social norm.

Results

Results demonstrate that a higher proportion of respondents hold social norms that inhibit adolescent girls from accessing contraception in the community. After controlling for all variables, the likelihood for adolescent girls to be allowed access to contraception in the community was higher among respondents living in Kaberamaido (OR = 2.58; 95 %CI = 1.23–5.39), Kasese (OR = 2.62; 95 %CI = 1.25–5.47), Pader (OR = 4.35; 95 %CI = 2.15–8.79) and Tororo (OR = 9.44; 95 %CI = 4.59–19.37), those aged 30–34 years likely (OR = 1.73; 95 %CI = 1.03–2.91). However, the likelihood for respondents living in Moroto to agree that adolescent girls are allowed to access contraception was lower (OR = 0.27; 95 %CI = 0.11–0.68) compared to respondents living in Amudat. Respondents who were not formally employed (OR = 0.63; 95 %CI = 0.43–0.91), and those who agreed that withdrawal prevents pregnancy (OR = 0.45; 95 %CI = 0.35–0.57) were less likely to agree that adolescent girls are allowed to access contraception in the community. Respondents who agreed that a girl who is sexually active can use contraception to prevent unwanted pregnancy (OR = 1.84; 95 %CI = 1.33–2.53), unmarried women or girls should have access to contraception (OR = 2.15; 95 %CI = 1.61–2.88), married women or girls should have access to contraception (OR = 1.55; 95 %CI = 0.99–2.39) and women know where to obtain contraception for prevention against pregnancy (OR = 2.35; 95 %CI = 1.19–4.65) were more likely to agree that adolescent girls are allowed to access contraception.

Conclusions

The findings underscore the need for context specific ASRH programs that take into account the differences in attitudes and social norms that affect access and use of contraception by adolescents.

Humor of the Leader: A Source of Creativity of Employees Through Psychological Empowerment or Unethical Behavior Through Perceived Power? The Role of Self-Deprecating Behavior

Although we use humor in our daily communication, there still needs to cognize its effects on the attitudes and behavior of the employees. Based on benign violation theory (BVT), the study proposes that leader's humor (LH) conveys social information about counter norms. The BVT has been amalgamated with social information processing theory (SIPT) to develop hypotheses assuming the consequences of LH on the attitude and behavior of the employees. This study hypothesizes that even though LH is linked positively with employee creativity via leader-member exchange and psychological empowerment in sequence (blessing path), it may also send information to the employees about the acceptability of norm violation. This perception ultimately leads to power perception and, causes unethical behavior in the series (curse path). Moreover, this study also postulates that leader's self-deprecating humor (LSDH) moderates these indirect effects by enhancing the blessing and reducing the curse, which emerged from LH. Quantitative data of 630 software engineers from software houses based in Pakistan provided support to test the hypotheses. The results demonstrate that LH is a double-edge sword that enhances blessing (creativity) as well as curse (employee unethical behavior), whereas LSDH augments the blessing and throttles back the curse. Theoretical and managerial implications have also been discussed.

What blood and organ donation can tell us about cooperation?

High-cost cooperation directed towards strangers is difficult to explain from an evolutionary perspective. Here, it is argued that by studying the behaviours, motivations, and preferences of real-world high-cost cooperators - blood and organ donors - insights can be uncovered into the mechanisms supporting cooperation. In this respect, this article details two novel mechanisms to enhance cooperation in the face of free-riding, (1) 'reactive reluctant altruism' whereby people help because they do not trust others to help and (2) the 'Good Shepherd' effect whereby cooperation is enhanced when people observed others cooperate although the social norm is to free-ride. Finally, it is argued that repeated acts of high-cost cooperation are sustained by a self-selection process based on the reinforcing effect of warm-glow.

Cultural–Ecological Moderation of Physical Attractiveness Bias: Attractiveness-Based Discrimination or Discrimination of Attractiveness?

The cultural–ecological moderation hypothesis suggests that the importance of physical attractiveness (PA) for life outcomes is particularly pronounced in settings that afford constructions of the relationship as the product of choice. The current work addresses an ambiguity in earlier research that documented a cultural–ecological moderation effect on expectations about life outcomes of attractive and unattractive targets. Specifically, do cultural–ecological forces moderate PA-based discrimination (i.e., differential expectations as a function of PA) or discrimination of PA (i.e., differences in ratings of PA itself)? In Study 1, we used Bayesian multilevel moderated mediation to reanalyze data from the original study. In Study 2, we performed similar analyses on data from a new sample. Results provide consistent evidence for a cultural–ecological moderation effect on discrimination of PA and some evidence for a cultural–ecological moderation effect on PA-based discrimination.